To mark its 40th anniversary, UGG unveiled a bold new global identity with the campaign “Step into the New Wild.”
Featuring Adwoa Aboah, Heron Preston, Lil’ Miquela, and Luka Sabbat, the campaign spotlights unapologetic individuality and signals a new era for the brand. Shot by Erik Madigan Heck, the surreal, richly ornate visuals unite human and virtual icons.
Launched across UGG’s social channels, the campaign expanded with major placements in New York, London, and LA, and was featured in leading fashion titles, including Hypebeast.
Role:Sr. Strategist
Agency:72andSunny LA
Brand:UGG
Featuring Adwoa Aboah, Heron Preston, Lil’ Miquela, and Luka Sabbat, the campaign spotlights unapologetic individuality and signals a new era for the brand. Shot by Erik Madigan Heck, the surreal, richly ornate visuals unite human and virtual icons.
Launched across UGG’s social channels, the campaign expanded with major placements in New York, London, and LA, and was featured in leading fashion titles, including Hypebeast.
Role:Sr. Strategist
Agency:72andSunny LA
Brand:UGG